Six trends that will shape media in 2023

From a reshaped viewing landscape and in-game audio advertising, to the rise of attention metrics, Marketing Week predicts the trends that will shape media in 2023.

By Ellen Hammett 4 Jan 2023 7:00 am

1. Diversification of commercial models will reshape video viewing

The viewing landscape is in a constant state of flux, but several significant moves towards the end of 2022 suggests 2023 will bring a year of peak competition, as broadcasters and streaming services chase increasingly fragmented audiences and open up new commercial opportunities for advertisers.

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‘Sweat every single pound’: How will media spend shape up in 2023?

Michaela Jefferson

Big budget cuts aren’t expected among major advertisers next year, but with a recession taking hold, marketers will be under pressure to work their budgets as hard as possible.

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ITV to raise media spend by 50% in 2023 to grab ‘big opportunity’ for ITVX

Michaela Jefferson

After spending £45m on its launch campaign for ITVX this month, ITV CMO Jane Stiller says the broadcaster has even bigger plans next year.

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How PepsiCo is aligning its marketing teams around retail media

Michaela Jefferson

According to PepsiCo’s senior director of ecommerce marketing, one of the business’s “biggest challenges” has been bringing retail media to the forefront of a complex marketing organisation.

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Marketing Week’s Festival of Marketing to return in October

Marketing Week Reporters

Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.